Industry profile - cosmetics industry

Topics: Cosmetics, Personal care, Marketing Pages: 8 (2007 words) Published: April 20, 2014

Rutendo Nhandara
Emerging Themes – Mr Muyaka
2014

INDUSTRY PROFILE – THE COSMETICS INDUSTRY
The Cosmetics Industry, also known as the “Beauty Industry” has gone through dramatic changes in the last 20 years. In the last two decades, the global Cosmetics Industry has shown growth of 4.5% a year on average. This stable and continuous growth shows resilience even in negative economic conditions. The Cosmetics Industry was affected by the 2009 recession but recovered in 2010 as the global economy improved.

The Cosmetics Industry is divided into five segments; namely Skincare, Hair care, Make-up (colour), Fragrance and Toiletries. All these segments are different but complementary and are therefore able to meet all customer beauty needs. The above beauty segments can also be further sub-divided into premium and mass production segments, according to the brand prestige, price and distribution channels used. Globally, the mass segment represents 72% of total sales and the premium segment represents 28%. The United States, Japan and France account for the majority of the sales of premium cosmetics (Barbalova, 2011)

Geographically, the Cosmetics Industry is divided into dominating (high global revenue) and peripheral (small global revenue) areas. Dominating geographic regions are North America, Latin America, Asia-Pacific and Western Europe. Since 2000, the cosmetics markets of Brazil, Russia, India and China (BRIC countries) have shown significant growth. The beauty and personal care markets there have expanded and have thus contributed significantly to the growth of the global market on the whole. In 2010, the BRIC countries accounted for 21% of the global beauty industry and their share is set to increase to 25% of the total market value in 2015 (Lennard 2011). Presently, most major international cosmetics manufacturers are focusing on expanding their presence in the BRICs. The BRIC countries are the main force within the emerging markets. Other emerging markets, Mexico, Argentina, Indonesia, Thailand and Turkey have shown incremental growth of about USD8 billion (Walker, 2012).

The recession did not have equal impact on all markets, the emerging markets did not suffer much and during their recovery, China, India and Indonesia achieved more than 25% growth in sales in 2010. The recession influenced consumer behavior mainly in two ways; by increasing home consumption and treating cosmetics’ purchases as investments rather than indulgences (In-cosmetics, 2010). In 2010, when spending on cosmetics products returned to the level from before the recession and exceeded it by 5%, a strong demand was recorded and caused the growth in beauty and personal care. Consumers started purchasing premium products and most luxury brands have shown growth. The global Beauty Industry has generated total revenues of USD382,3 billion in 2010. (Lennard, 2011).

MARKETING TRENDS
Due to the recent growth of the Latin America market, cosmetics companies have shifted their focus to the mass market, particularly in the fragrance category. Also, customers have realised that some mass market products can provide the same quality as their luxury counterparts, especially in the colour cosmetics and skin care products, e.g., nail polish and facial cleansing products. What is interesting is that despite the fact that sales growth is generated mostly by mass-produced products, innovations are most often introduced by brands in the premium sector, e.g., Alpha Hydroxyl Acids are now included in most mass market skin care products. Product Innovations

Product innovation trends in the past five years are time-saving products and long-lasting products. The time-saving products are a response to the needs of today’s busy consumer. As a result, such products as quick-drying nail polish and multi-purpose preparations such as 3-in-1 shower gel, facial wash and shaving foam or hybrid products for the face that incorporate skincare,...
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